In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

Success for institutional investors is built on operational excellence, performance attribution, risk management, and cash management. Over the course of 2024 we’ll explore these themes in detail and ...

It needs to be said: Television is under-monetized. Brand advertisers dominate traditional television, driving about $60 to $70 billion in revenue. The performance advertising sector, with its ...

Instead of relying on user paths or platform-based credit, causal approaches use experiments and incrementality models to determine whether a specific action genuinely affected an outcome.

MSCI’s multi-asset class performance analytics models enable measurement, attribution, and appraisal of portfolio performance. Portfolio managers need actionable insights that explain their portfolios ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...

When you bought your coffee on the way to work this morning, why did you choose that particular brand? Was it a magazine ad, recommendation from friends, the posters near the station, or did you just ...